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How Twitter Applied the “Jobs to Be Done” Approach to Strategy

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At the outset of a conference call with securities analysts in July to discuss Twitter’s second-quarter earnings, CEO Jack Dorsey laid out his company’s strategy: “We intend to build an ecosystem of connected features and services focused on serving three core jobs: news, which is what’s happening; discussion, conversation; and helping people get paid,” he said.
The language Dorsey used — “three core jobs” — refers to a concept called “jobs to be done,” which is an approach to defining a business from the perspective of what really matters to its customers.
Such strategic focus is essential for a …

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